Today's best marketers recognize the central importance of metrics, measurement, and accountability. But few marketers recognize the extraordinary range of metrics now available for evaluating their strategies and tactics. In 50 Metrics Every Marketer Must Know, four leading researchers and consultants systematically introduce today's most powerful marketing metrics. The authors show how to use a "dashboard" of metrics to view market dynamics from various perspectives, maximize accuracy, and "triangulate" to optimal solutions. Their comprehensive coverage includes measurements of promotional strategy, advertising, and distribution; customer perceptions; market share; competitors' power; margins and profits; products and portfolios; customer profitability; sales forces and channels; pricing strategies; and more. You'll learn how and when to apply each metric, and understand tradeoffs and nuances that are critical to using them successfully.

= 0) {slash = '\\';} else {slash = '/';}openLoc = figLoc.substring(0, figLoc.lastIndexOf(slash) + 1);while (pPage.substring(0,3) == '../') {openLoc = openLoc.substring(0, openLoc.lastIndexOf(slash, openLoc.length - 2)+ 1);pPage = pPage.substring(3, pPage.length + 1);}popUpWin =window.open('','popWin','resizable=1,scrollbars=1,location=0,toolbar=0,width=525,height=394');figDoc = popUpWin.document;zhtm= ' ' + pPage + ' ';zhtm += ' ';zhtm += ' ';zhtm += ' ';zhtm += '' + pPage.substring(pPage.lastIndexOf('/') + 1, pPage.length) + '';zhtm += ' ';figDoc.write(zhtm);figDoc.close();}// modified 3.1.99 RWE v4.1 --> Foreword ForewordDespite its importance, marketing is one of the least understood, least measurable functions at many companies. With sales force costs, it accounts for 10 percent or more of operating budgets at a wide range of public firms. Its effectiveness is fundamental to stock market valuations, which often rest upon aggressive assumptions for customer acquisition and organic growth. Nevertheless, many corporate boards lack the understanding to evaluate marketing strategies and expenditures. Most directors--and a rising percentage of Fortune 500 CEOs--lack deep experience in this field.Marketing executives, for their part, often fail to develop the quantitative, analytical skills needed to manage productivity. Right-brain thinkers may devise creative campaigns to drive sales but show little interest in the wider financial impact of their work. Frequently, they resist being held accountable even for top-line performance, asserting that factors beyond their control--including competition--make it difficult to monitor the results of their programs.In this context, marketing decisions are often made without the information, expertise, and measurable feedback needed. As Procter & Gamble's Chief Marketing Officer has said, "Marketing is a $450 billion industry, and we are making decisions with less data and discipline than we apply to $100,000 decisions in other aspects of our business." This is a troubling state of affairs. But it can change.In a recent article inThe Wall Street Journal, I called on marketing managers to take concrete steps to correct it. I urged them to gather and analyze basic market data, measure the core factors that drive their business models, analyze the profitability of individual customer accounts, and optimize resource allocation among increasingly fragmented media. These are analytical, data-intensive, left-brain practices. Going forward, I believe they'll be crucial to the success of marketing executives and their employers. As I concluded in theJournal:"Today's boards want